How to write great copy for every channel | MarTech

"Words are a quiet kind of magic. However, they're often treated like commodities rather than recognized for the power they hold. Words are a vehicle for connection, for understanding and for inspiration. A single change in phrasing can turn flat marketing speak into something that grabs attention, shifts perspectives and drives action. Below are the essentials of compelling copywriting across marketing channels and how to craft messages that spark interest in readers."

"Before you write a word, you need to identify who you're talking to and what you want them to do. Without that, at best, you are guessing what your readers want. At worst, you'll completely miss the mark or even deter customers. Knowing your audience starts by researching your audience's pain points. This can be as simple as talking to past or prospective customers or sending out surveys. A few questions I like to ask include:"

Effective copy begins with clear audience identification and a defined desired action. Research audience pain points by talking to customers or running surveys and ask targeted questions about struggles, attempted solutions, and desired outcomes. Use consensus from at least ten responses to shape messaging that speaks to those goals. Write with momentum so each sentence pulls the reader to the next line. Prioritize benefits and clarity over feature lists. Small phrasing changes can transform bland marketing into attention-grabbing, perspective-shifting copy that motivates readers to act.

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